Coldwell Banker Acclaimed "Dream" Campaign to Spotlight Iconic Cities Across America
Coldwell Banker (NYSE: HOUS) is extending its award-winning "Dream" advertising campaign into the 2024 football season with new 30-second streaming spots and a pre-game Move Meter Match-Up series highlighting city-to-city comparisons for prospective movers.
The campaign promotes the Move Meter tool (rated the #1 most useful real estate tool) and cites user data showing Charlotte, NC as the top "move to" city Jan–Aug 2024, followed by Austin, TX, New York and Tampa, FL (tied). The brand reports reaching over 8 million viewers per game, holding the #1 real estate ad by ACE Metrix for 12 years, and producing nearly 4,000 localized Move Meter videos last year to support local affiliate marketing.
Coldwell Banker (NYSE: HOUS) sta estendendo la sua campagna pubblicitaria premiata "Dream" nella stagione calcistica 2024 con nuovi spot in streaming da 30 secondi e una serie pre-gara Move Meter Match-Up che mette a confronto città per aspiranti traslochi.
La campagna promuove lo strumento Move Meter (valutato come il tool immobiliare più utile) e cita dati utenti che mostrano Charlotte, NC come la principale città di destinazione da gennaio ad agosto 2024, seguita da Austin, TX, New York e Tampa, FL (in parità). Il marchio riferisce di aver raggiunto oltre 8 milioni di spettatori a ogni partita, detiene da 12 anni la prima posizione come pubblicità immobiliare secondo ACE Metrix, e lo scorso anno ha prodotto quasi 4.000 video Move Meter localizzati per sostenere il marketing delle affiliate locali.
Coldwell Banker (NYSE: HOUS) está ampliando su galardonada campaña publicitaria "Dream" para la temporada de fútbol 2024 con nuevos anuncios en streaming de 30 segundos y una serie previa al partido Move Meter Match-Up que destaca comparaciones ciudad a ciudad para posibles mudanzas.
La campaña promociona la herramienta Move Meter (valorada como la herramienta inmobiliaria más útil) y cita datos de usuarios que muestran a Charlotte, NC como la ciudad de destino principal de enero a agosto de 2024, seguida por Austin, TX, Nueva York y Tampa, FL (empatadas). La marca informa haber alcanzado más de 8 millones de espectadores por partido, ostenta el primer lugar en anuncios de bienes raíces según ACE Metrix durante 12 años y produjo casi 4,000 videos Move Meter localizados el año pasado para apoyar el marketing de afiliados locales.
Coldwell Banker (NYSE: HOUS)는 2024년 축구 시즌에도 상을 수상한 광고 캠페인 "Dream"를 확장하여 30초 스트리밍 광고와 예비 경기 Move Meter 매치업 시리즈를 통해 이사 예비자들을 위한 도시 간 비교를 강조합니다.
이 캠페인은 Move Meter 도구(가장 유용한 부동산 도구로 평가됨)를 홍보하며, 2024년 1월~8월 사이 샬럿, 노스캐롤라이나가 이동 목적지 1위로, 그 다음으로 Austin, TX, 뉴욕, Tampa, FL(동률)이라고 사용자 데이터가 제시합니다. 브랜드는 매 경기 800만 명이 넘는 시청자에 도달했다고 보고하며, ACE Metrix의 12년 연속 부동산 광고 1위를 차지하고, 지난해 로컬 제휴 마케팅을 지원하기 위해 대략 4,000개의 로컬화된 Move Meter 비디오를 제작했다고 합니다.
Coldwell Banker (NYSE: HOUS) étend sa campagne publicitaire primée "Dream" à la saison de football 2024 avec de nouvelles publicités en streaming de 30 secondes et une série pré-match Move Meter Match-Up mettant en évidence des comparaisons ville à ville pour les déménagements potentiels.
La campagne fait la promotion de l'outil Move Meter (évalué comme le premier outil immobilier le plus utile) et cite des données utilisateur montrant Charlotte, NC comme la principale ville de destination de janvier à août 2024, suivie de Austin, TX, New York et Tampa, FL (à égalité). La marque indique avoir atteint plus de 8 millions de téléspectateurs par match, occupe le premier rang des publicités immobilières selon ACE Metrix depuis 12 ans, et a produit près de 4 000 vidéos Move Meter localisées l'année dernière pour soutenir le marketing des affiliés locaux.
Coldwell Banker (NYSE: HOUS) erweitert seine preisgekrönte "Dream"-Werbekampagne in die 2024-Fußballsaison mit neuen 30-Sekunden-Streaming-Spots und einer Pre-Game Move Meter Match-Up-Serie, die Stadt-zu-Stadt-Vergleiche für potenzielle Umzüge hervorhebt.
Die Kampagne bewirbt das Move Meter-Tool (als das nützlichste Immobilien-Tool bewertet) und beruft sich auf Nutzerdaten, die Charlotte, NC als Top-Zielstadt von Januar bis August 2024 zeigen, gefolgt von Austin, TX, New York und Tampa, FL (geteilt). Die Marke berichtet, über 8 Millionen Zuschauer pro Spiel erreicht zu haben, führt seit 12 Jahren die Immobilien-Werbung nach ACE Metrix an und produzierte im letzten Jahr fast 4.000 lokalisierte Move Meter-Videos, um das Marketing der lokalen Partner zu unterstützen.
كولدويل بنكيران (بورصة نيويورك: HOUS) يوسّع حملته الإعلانية الحائزة على جوائز "Dream" إلى موسم كرة القدم 2024 مع إعلانات جديدة مدتها 30 ثانية عبر البث المباشر وسلسلة قبل المباراة Move Meter Match-Up تسلط الضوء على المقارنات من مدينة إلى أخرى للمهاجرين المحتملين.
تروّج الحملة لأداة Move Meter (التي تُعتبر الأكثر فاعلية من بين أدوات العقارات) وتستشهد ببيانات المستخدمين التي تُظهر شارلوت، نورث كارولاينا كأفضل مدينة مقصد من يناير حتى أغسطس 2024، تليها Austin, TX، نيويورك وتامبا، فلوريدا (متعادلة). وتذكر العلامة التجارية أنها وصلت إلى أكثر من 8 ملايين مشاهد في كل مباراة، وتحافظ على المرتبة الأولى في إعلان العقارات بواسطة ACE Metrix لمدة 12 عامًا، وقد أنتجت في العام الماضي نحو 4,000 فيديو Move Meter محلي لدعم تسويق الشركاء المحليين.
- Reach of over 8 million viewers per game
- #1 real estate ad by ACE Metrix for 12 consecutive years
- Nearly 4,000 localized Move Meter Matchup videos created last year
- Move Meter rated the #1 most useful tool in real estate
- Charlotte, NC was top "Move to" city Jan–Aug 2024
- None.
Following the immense success of the brand's Thursday night gridiron advertising campaign in 2023, Coldwell Banker is returning with a new approach for 2024 that centers around city love
MADISON, N.J., Sept. 4, 2024 /PRNewswire/ -- Coldwell Banker Real Estate LLC, an Anywhere (NYSE: HOUS) brand, announces the continuation of its award-winning "Dream" ad campaign on Thursday evenings on a streaming service during the 2024 football season, inspiring millions of fans nationwide to envision their future in the cities they've always dreamed of calling home.
The new 30-second spots airing this year feature head-to-head matchups of beloved cities – like Dallas v. NYC, DC v. Philly and San Francisco v. Seattle, to name a few – asking the question, "When you're looking for your next place to live, how do you find the perfect place for you?" Focused on the qualities that make each place unique, the ads encourage viewers to utilize the Coldwell Banker Move Meter tool to compare key selling points between cities, such as cost and quality of living. Helping buyers and sellers make informed decisions with ease, the Move Meter tool is rated the #1 most useful tool in real estate.
Data from the Move Meter shows exactly where Americans are looking to move – between January and August of 2024, the top "Move to" city search was Charlotte, NC, followed by Austin, TX, and New York and Tampa, FL (tied for third).
Coldwell Banker Real Estate holds the honor of having the #1 real estate ad for 12 years in a row by ACE Metrix. Last year, the brand was the second most effective advertiser during this Thursday night gridiron tentpole event out of more than 150 advertisers, demonstrating the impactful connection made with this broad audience.
Also airing as a pre-game integration during the season is the Move Meter Match-Up, a video and social media series comparing cities of the football team matchups each week in real estate terms. The campaign extension further encourages viewers to utilize the brand's exclusive Move Meter tool on coldwellbanker.com and Coldwell Banker agent websites.
Alongside the ad is a continuation of the localized asset campaign to deepen branding efforts across the network and amplify consumer reach. Local affiliate offices across the vast Coldwell Banker network now have over 100 pieces of customizable marketing materials to craft personalized versions of brand video, social assets and print integration. With nearly 4,000 localized Move Meter Matchup videos created via the brand's exclusive Custom Video Platform last year, the campaign extension successfully allowed broker-owners to connect with their communities and guide consumers to their dream homes.
In addition to the top YTD cities above, the below cities were the highest searched* "move to" locations amongst Move Meter users in Q1, Q2 and Q3 2024:
Q1 2024 Top Cities:
- Charlotte, NC
- Charleston, SC
- Tampa, FL
Q2 2024 Top Cities:
- Las Vegas
- New York
- Miami, Charlotte, NC, & Austin, TX (tied for 3rd place)
Q3 2024 Top Cities:
- Los Angeles
- San Diego & San Antonio (tied for 2nd place)
- Colorado Springs, CO
*This data was compiled based on entries of city names rather than zip codes.
Quotes:
"After solidifying this streaming tentpole event as a powerful initiative for the brand with the Dream campaign, I am thrilled Coldwell Banker is returning this season to continue to inspire Americans to pursue their dream homes. Our unparalleled approach to real estate advertising, blending innovation with beautiful design, has proven to make waves both in and outside of the industry. Reaching over 8 million viewers per game, the Coldwell Banker brand continues to resonate with consumers in an innovative, bold way that drives the industry forward." – Brandon Newman, Vice President of Marketing
"For 118 years, Coldwell Banker has been guiding consumers to their dream homes which has solidified us as an industry champion, and the Dream campaign is a testament to our unmatched influence. Our approach of celebrating the distinguishing characteristics of cities across the country is a perfect way to not only highlight the Move Meter tool but enable our vast network of real estate professionals to engage with consumers seeking their dream relocation on a more personal level." – Jason Waugh, President of Coldwell Banker Affiliates
About Coldwell Banker Real Estate LLC
Powered by its network of over 98,000 affiliated sales professionals in approximately 2,700 offices across 40 countries and territories, the Coldwell Banker® system is a leading provider of full-service residential and commercial real estate brokerage services. The Coldwell Banker brand prides itself on its history of expertise, honesty and an empowering culture of excellence since its beginnings in 1906. The Coldwell Banker brand is committed to providing its network of affiliated sales agents with the tools and insights needed to excel in today's marketplace and is known for its bold leadership and dedication to driving the industry forward. The brand was named among the 2024 Women's Choice Award® "9 out of 10 Customer Recommended Real Estate Agency." Blue is bold and the integrity and values of the Coldwell Banker brand give the Gen Blue network an unbeatable edge. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated. To join Coldwell Banker Real Estate and unlock the Gen Blue possibilities, please visit www.coldwellbanker.com/join.
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Coldwell Banker Real Estate LLC | G&S for Coldwell Banker Real Estate LLC |
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SOURCE Coldwell Banker Real Estate LLC
FAQ
What is Coldwell Banker announcing for the 2024 football season (HOUS)?
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Which city was the top "move to" search on Coldwell Banker Move Meter in Jan–Aug 2024?
How does Coldwell Banker support local agents with the 2024 Dream campaign (HOUS)?
What tool does the campaign promote and how is it ranked?
